As scent marketing evolves and develops, different trends serve to define the way the market is moving. As experts in scentology, we thought we would take a look at what some of the latest trends in fragrance marketing reveal about the industry.
Wellness-focused Fragrances are Increasingly Popular
Wellness-focused fragrances are very popular right now, thanks to the wellness movement. This movement has arisen perhaps as a result of emerging from a pandemic or perhaps simply as a result of modern information sharing reaching a point where wellness information is more easily accessible than ever before.
Fragrances that boost one’s mood, help sleep, or promote relaxation are all part of this trend. Among the kinds of fragrances that are popular are nature-focused fragrances such as fresh-cut grass or leaves, which are designed to create a connection to nature. These kinds of scents provide a sense of grounding and can help individuals feel calm. This is good for meditation and other wellness activities.
Other wellness-associated fragrances include aromas like citrus (lemon, orange, grapefruit, or tangerine), which are often associated with a feeling of cleanliness and energy. The fresh and invigorating smell of citrus is particularly popular among wellness enthusiasts.
Other wellness fragrances that are used in spas, gyms, and private homes include things like chamomile or sage, which are known to soothe and calm the mind and body. Lavender and rosemary are also popular options in this regard.
Gender-neutral Fragrances are on the Rise
The last few years have seen an increase in gender fluidity across many markets. This increased drive for inclusiveness and gender neutrality has contributed to a significant amount of demand for fragrances that do not confine themselves to traditional gender boundaries. Scents that focus solely on women or men are increasingly unpopular, while scents that can appeal to anyone’s preference regardless of their gender are becoming more and more in demand.
Some popular gender-neutral fragrances that are increasingly being used in scent marketing include any number of musky, herbal or woody smells, like sandalwood. These scents are considered universally appealing, and while sometimes they may lean towards the masculine, a popular trend is to incorporate floral, feminine notes to balance it out. This balanced scent profile is indicative of a market that is increasingly steering towards neutrality and inclusiveness.
Brands are Increasingly Adopting Multisensory Experiences
As brands explore various new ways to market their products and engage consumers better, they are leaning more and more into multisensory marketing tactics. These are immersive experiences designed to capture customers’ hearts and minds by engaging them in terms of all of their senses. Commonly, marketing tactics engage in audio and visual sensory approaches.
However, with the added dimension of olfactory branding, brands can now evoke senses of nostalgia, comfort, excitement, and much more to create a more meaningful connection with customers.
When customers can engage more meaningfully with a brand, the possibility of creating a better relationship is enhanced. That also increases the chance of making sales and developing a more loyal customer base. By combining tactile aspects with sounds, visuals, and scents, brands are increasingly boosting their profiles in the hearts and minds of consumers. Forming emotional connections is valued more and more.
Nobody understands the importance of Scentology trends better than us. To gain access to our scent marketing expertise and product range, get in touch with us at Scent.ology today.
